crowdfunding in the u.s. and abroad: what to expect when you're

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Crowdfunding in the U.S. and Abroad:What to Expect When

You’re Expecting

Ross S. Weinstein†

I. Origins of Crowdfunding and Governing Challenges . . . . . . 428 R

A. Origins, The Microfinance Movement . . . . . . . . . . . . . . . . . . 428 R

B. Beyond Charitable Giving . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 430 R

C. The Existing Regulatory Regime for Exempt PublicOfferings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 431 R

D. Regulating Crowdfunding . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 434 R

II. Equity Crowdfunding Abroad . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 437 R

A. The United Kingdom . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 437 R

B. Italy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 441 R

C. France . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 444 R

D. Elsewhere in the European Union and the Rest of theWorld . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 447 R

III. The JOBS Act and the Future of Crowdfunding in theUnited States . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 449 R

A. Proposals and SEC Rulemaking . . . . . . . . . . . . . . . . . . . . . . . 449 R

B. The Extra-Regulatory Limits of Crowdfunding, and theFuture of Crowdfunding in the United States . . . . . . . . . . . 452 R

The Jumpstart Our Business Startups Act (JOBS Act), signed into lawearlier this year, is part of a bipartisan push to broaden funding opportuni-ties for small business owners in the post-recession economy. Recognizingthe limited options available to entrepreneurs short on existing assets andlooking to raise early-stage capital, the JOBS Act includes a provision thatwould allow small business owners to offer a limited amount of equity(stock) to private citizens through online platforms.1 This concept, popu-larly referred to as “investment crowdfunding,” is based on the growingpractice of benevolent giving or microlending to specific individuals orcauses through online platforms like Kickstarter or KIVA.2

† A.B., Harvard University, 2010; J.D. Candidate, Cornell Law School, 2014. Theauthor wishes to thank his friends, Blair House, and his editors for their generoussupport and help. Thanks also to Miguel, Jodie, Liza, Paul, and especially to mygrandfather and personal hero Mel Aaronson.

1. See Jumpstart Our Business Startups Act, Pub. L. No. 112-106, 126 Stat. 306(2012).

2. See Dave Milliken, Investment Crowdfunding Analysis: Crowdfunding Soars While aPioneer Shutters, CROWDSOURCING.ORG (Feb. 20, 2012), http://www.crowdsourcing.org/document/investment-crowdfunding-analysis-crowdfunding-soars-while-a-pioneer-shut-ters/11525; see also Brigitte Bradford, Week in Review: The True Power of Crowdfunding,46 CORNELL INT’L L.J. 427 (2013)


428 Cornell International Law Journal Vol. 46

While these charitable forms of crowdfunding are already legal in theUnited States, until the passage of the JOBS Act, investment (equity)crowdfunding was next to impossible because of restrictive securities lawsestablished by the Securities Act of 1933.3 In the United States, there is agreat deal of uncertainty as to what form legalized equity crowdfundingwill take as the new law comes into effect over the next year, and what sortof effects investment crowdfunding might have on the business and financeworlds.4 Fortunately, the equity crowdfunding experience abroad (inmany other countries it is either legal and regulated, or being tolerateduntil further notice) serves as an instructive example of the kinds of legaland extralegal tools that can be used to effectively regulate the investmentcrowdfunding world, and the ways in which that world might grow andchange.5 As a relatively young phenomenon, it is unclear exactly who willend up using crowdfunding as a means of offering equity, but experiencesin places like the U.K. and France have begun to reveal what equitycrowdfunding might look like in the United States as the practice matures.6

This Note examines the emergence of a global equity crowdfundinglandscape and argues that depending on what regulatory limits are put inplace, the inherent limits of crowdfunding and the digital medium mightultimately be the determining factors in the scale of growth of equitycrowdfunding. Part I explores the global origins of crowdfunding and dis-cusses the challenges associated with developing an appropriate regulatoryregime. Part II takes a comparative look at the ways in which the equitycrowdfunding arena is developing abroad and the ways in which othernations are responding to the growth of the phenomenon. Part III looksprospectively at the impact of the JOBS Act on crowdfunding in the UnitedStates and the ways in which the Securities Exchange Commission (SEC)rules might or might not address some of the more salient issues that havebeen affecting the crowdfunding movement around the world. Finally, thisNote argues that the movement towards equity crowdfunding might haveits limits independent of any specific regulatory scheme and may notindeed solve the broader problems that it (in theory) sets out to address.

I. Origins of Crowdfunding and Governing Challenges

A. Origins, The Microfinance Movement

The broader crowdfunding movement has its roots in the microfinanceand microcredit trend pioneered by Nobel Prize winner MuhammadYunus.7 The microfinance movement aims to attack poverty by giving indi-

KIVA NEWS (June 8, 2012), http://kivanews.blogspot.com/2012/06/week-in-review-true-power-of.html.

3. 15 U.S.C. § 77a (2012); see infra Part I.C.4. See infra Part III.A.5. See infra Part II.6. See infra Part II.A– C.7. Anand Giriharadas & Keith Bradsher, Microloan Pioneer and His Bank Win Nobel

Peace Prize, N.Y. TIMES (Oct. 13, 2006), http://www.nytimes.com/2006/10/13/busi-ness/14nobelcnd.html?_r=0.


2013 Crowdfunding in the U.S. and Abroad 429

viduals who cannot afford the transaction costs of traditional bank-basedfinancing access to cash.8 Microfinance has carved out a role in promotingsavings among impoverished communities, developing credit records forindividuals who live in remote regions, and helping to hedge againstincome volatility in the developing world (an important feature formicroloan recipients who are dependent on seasonal agricultural income).9

Beyond that, arguments have been advanced that microlending can actuallyhelp broad-scale economic development in developing nations by injectingcash into isolated markets and creating new demand for traditional bankloans and investment.10 Part of the way that microfinance can help openup broader credit markets is by establishing an aggregation of individualcases in which receiving parties demonstrate creditworthiness to theirsponsors, donors, loaners, or financers.11

Of course, the microcredit boom is not without its detractors, andsome of the criticisms that have been directed at microcredit specificallycan be generalized to crowdfunding in all of its purposes.12 The most prev-alent criticism is that without a continuing support structure microcreditenterprises typically fail.13 Frequent microcredit critic Milford Batemanpoints out that studies of microcredit programs in “the Indian state ofTamil Nadu found that on average only 1 per cent [sic] of microenterpriseswere still in operation three years after their establishment.”14 Still,microfinance seems to have accomplished at least some of its goals in mostof the geographic locations and economic arenas that it has reached.15

A vital feature of microfinance is that it allows the individuals donat-ing or loaning money to develop a more intimate relationship with the ben-eficiary of their contribution.16 While the goal of microfinance isprimarily to provide resources to the underprivileged, the personal level ofconnection between individual donors or investors and their loan or dona-

8. See id.9. See Michael S. Barr, Microfinance and Financial Development, 26 MICH. J. INT’L L.

271, 280 (2004).10. Id. at 286.11. See id. (citing Thierry Tressel, Dual Financial Systems and Inequalities in Economic

Development, 8 J. ECON. GROWTH 223, 225 (2003)).12. See, e.g., Milford Bateman, The Illusion of Poverty Reduction, RED PEPPER (Sept.

2010), http://www.redpepper.org.uk/the-illusion-of-poverty-reduction/.13. Id.14. Id.15. See Craig McIntosh, Gonzalo Villaran, & Bruce Wydick, Microfinance and Home

Improvement: Using Retrospective Panel Data to Measure Program Effects on FundamentalEvents, 39 WORLD DEV. 922 (2011) (pointing out that in microfinance programs acrossthree different continents, the probability of major housing improvement increases from0.038 to 0.070 in the years subsequent to a first microfinance loan). But see Jon West-over, The Record of Microfinance: The Effectiveness/Ineffectiveness of Microfinance as aMeans of Alleviating Poverty, ELECTRONIC J. SOC. (2008), www.sociology.org/content/2008/_westover_finance.pdf (discussing the scattered and overly case-specific empiricalevidence of the successes of microcredit).

16. See, e.g., Steven Kurutz, An International Financier, on a Teensy Scale, N.Y. TIMES

(Nov. 8, 2012), http://www.nytimes.com/2012/11/09/giving/a-writer-bob-harris-offers-a-personal-view-of-microfinance.html?_r=0.



tion recipients made possible by the Internet is an important draw.17 Thiscoheres with the more general notion that individualized and direct solu-tions to finance problems are inherently more efficient than workingthrough intermediaries with seemingly opaque funding pathways.18

B. Beyond Charitable Giving

Since the 2007 financial crisis, the idea of alternative access to capital(avoiding banks or other financial institutions) has gained traction beyondthe world of charitable giving.19 For example, the art world, where financ-ing has always proven challenging for emerging talents, has rapidlyabsorbed the idea of crowd patronage.20 Sites like Threadless andCatWalkGenius leverage interest in personal connection to the arts byallowing individuals to pick their favorite artists and fund specificprojects.21 In return, artists typically reward their benefactors with freemerchandise or tickets to shows; this is not typically considered a returnon investment by the SEC and is therefore not under its purview.22 Recipi-ents of benevolent crowd funds, however, have to be careful that any giftsor prizes given out to their patrons do not include characteristics of interestor increasing return which might run afoul of the current regulationregime.23

That is not to say that there are no financial benefits at all for benevo-lent crowdfunders; some patrons are beginning to use their crowdfundingcontributions to qualify for tax deductions by setting up fiscal sponsorshiparrangements.24 Depending on the size of the contribution, this can meansignificant savings for benefactors.25 This type of arrangement typicallyinvolves the establishment of a separate 501(c)(3) entity to oversee thefund transfers, meaning that it is likely limited to individuals with theresources and knowhow to incorporate an organization solely for taxationpurposes.26

17. See KIVA, http://www.kiva.org/lend (last visited Feb. 19, 2013). KIVA’s websiteand lending program is a good example of the tailored donation experience— individualrecipients have profiles that allow donors to choose the end destination of their loans.Id. Each profile comes with pictures, a detailed narrative explaining what the loan willbe used to accomplish, and a general profile of the individual receiving the funds. Id.

18. See Barr supra note 9, at 291 (noting that the formal lending practices in devel-oping countries often favor entrenched social elites and operate to benefit the politicallyconnected, and suggesting that direct lending through microfinance can help circumventthese issues).

19. See infra Part II.20. Kristina Dell, Crowdfunding, TIME (Sept. 4, 2008), http://www.time.com/time/

magazine/article/0,9171,1838768,00.html.21. Id.22. See Daniel M. Satorius & Stu Pollard, Crowd Funding: What Independent Produc-

ers Should Know About the Legal Pitfalls, 28 ENT. & SPORTS LAW. Summer 2010, at 15, 17.23. See id. (describing the ways that non-equity crowdfunding platforms can avoid

claims that their activities involve the sale of securities).24. Id.25. See id.26. See id.



Where the line is drawn between what constitutes an investment andwhat is a charitable contribution seems to be pretty clear. The SEC prohib-its any unregistered company from selling stock or other securities unlessit is specifically exempt from the normal registration process.27 Because ofhow arduous and expensive the normal registration requirements can be,very few small businesses opt to offer securities to the public exceptthrough certain specific registration exemptions laid out under RegulationD and, in some situations, Regulation A of the United States Securities Actof 1933 (the ’33 Act).28 The cost of actually registering (not utilizing theseexemptions) would be prohibitively high for any small business.29

C. The Existing Regulatory Regime for Exempt Public Offerings

Regulation D (typically referred to as “Reg D”) contains among themost frequently utilized exemptions to SEC registration requirements.30

Under Reg D, companies have three different routes for exemption fromSEC registration, each promulgated under either § 3(b) (Rules 504 and505), or § 4(2) (Rule 506) of the ’33 Act.31 Each of the rules has differentlimitations, and would be difficult to utilize in exempting a crowdfundingoperation from SEC registration requirements for a set of reasons— someuniform, and some unique to each rule.32 Even if equity crowdfunding isnot possible under Reg D,33 in thinking about the goals and requirementsof a crowdfunding regulation regime, it is useful to look at Reg D alongwith some other registration exemptions as examples of the difficult bal-ance between an interest in greater disclosure (for purposes of investor pro-tection) and an interest in lessening the burden on small businesseslooking to raise capital (by conversely cutting away at disclosurerequirements).34

The exemption laid out in Rule 504 covers any private company(except those considered special purpose acquisition companies) that lim-its offers and sales of securities to $1 million or less in any twelve-monthperiod.35 Rule 504 places relatively lax limits on the nature of investors ornumber of investors compared with the two subsequent exemption rules

27. Securities Act of 1933 § 4, 15 U.S.C. § 77d (2012) (noting, for example, Regula-tion D offerings, which are exempt from full registration).

28. See William K. Sjostrom, Jr., Going Public Through an Internet Direct Public Offer-ing: A Sensible Alternative for Small Companies?, 53 FLA. L. REV. 529, 540– 41 (2001).

29. See id. at 575– 76 (demonstrating that the various fees associated with an under-written public offering can amount to between $300,000 and $500,000).

30. 17 C.F.R. §§ 230.500– 08 (2012).31. Id. §§ 230.504– 06.32. See infra Part I.C.33. Cf. C. Steven Bradford, Crowdfunding and the Federal Securities Laws, 2012

COLUM. BUS. L. REV. 1, 24 (2012) (describing ProFounder’s early attempts to offer publicrounds under Rule 504 and its subsequent failure); William Carleton, Equity Crowdfund-ing Dissected, COUNSELOR @ LAW (Oct. 23, 2012), http://www.wac6.com/wac6/2012/10/equity-crowdfunding-dissected.html (describing Bolstr’s efforts to utilize Rule 504 bynavigating state-by-state registration exemption rules).

34. See infra Part I.C.35. 17 C.F.R. § 230.504 (excluding from applicability so called “special purpose

acquisition companies” or “blank check” companies, which include any “company that



found in Reg D.36 The rule also does not limit investors from resellingtheir securities after purchase.37 However, Rule 504 offerings typicallymust be undertaken in a state (or number of states) that independentlyrequires publicly filed registration statements and certain disclosure toinvestors.38 This independent state registration requirement could beequally as prohibitive as federal registration depending on the size andresources of the startup.39 Rule 504 offerings are also typically subject tothe same general solicitation prohibition that holds true for all Reg D-exempt offerings.40 However, some Rule 504-exempt offerors are allowedto solicit (advertise to) accredited investors under certain state registrationexemptions that make their particular company 504-eligible.41

Rule 505 is in some ways more restrictive, and in other ways less so,than Rule 504.42 It raises the cap on offers or sales of equity from $1million to $5 million in any twelve-month period.43 At the same timethough, it limits sales to thirty-five non-accredited investors total, whileplacing no limit on the number of accredited investors who may invest.44

Importantly, general solicitation is prohibited under Rule 505 in all cir-cumstances.45 The purpose of the three Reg D exemptions (Rules504– 06), and in fact the whole of Reg D, is to provide a less demandingroute for companies looking to offer securities to restricted groups of peo-ple in lieu of a traditional public offering.46 The disclosure protectionsthat typically come with registration are waived for Reg D offerings underthe assumption that equity is only being offered to those who are informedenough to make sound decisions about investing.47 Allowing registration-

either has no specific business plan or purpose or has indicated that its business plan isto engage in a merger or acquisition”).

36. 17 C.F.R. § 230.500– 08.37. 17 C.F.R. § 230.504.38. See id.39. The SCOR is a uniform state small corporate offering registration and is the

most common method by which state offering registration takes place in accordancewith Rule 504. In some states though, the SCOR process involves submitting very thor-ough risk assessments for potential investors. See SCOR Overview, N. AM. SEC. ADMINS.ASS’N, http://www.nasaa.org/industry-resources/corporation-finance/scor-overview/(last visited Feb. 19, 2013).

40. 17 C.F.R. § 230.502(c).41. 17 C.F.R. § 230.504(b)(1).42. See 17 C.F.R. § 230.505.43. Id.44. Id. Accredited investors fall into eight statutorily defined categories, the most

important of which (from the perspective of a prospective crowdfunder) are individualswith a net worth of over $1 million and individuals with an annual income of over$200,000 or combined marital income of over $300,000 as defined in Rule 501. 17C.F.R. § 230.501.

45. 17 C.F.R. § 230.505.46. See Regulation D Offerings, SEC, http://www.sec.gov/answers/regd.htm (last vis-

ited Feb. 19, 2013).47. See SEC v. Ralston Purina Co., 346 U.S. 119, 124 (1953); see also Alan J. Berke-

ley, Limitations on the Manner of Offering Under Regulation D, in REGULATION D OFFER-

INGS AND PRIVATE PLACEMENTS (exploring the history of judicial interpretation of Rule502’s general solicitation prohibition— from its beginnings as a strict numerical limit onthe number of investors that could be solicited, to a more general rule applied on a case-



exempt companies to advertise offerings to the public would seem to con-travene the rationale behind the exemption and might open the door toabuse of Reg D offerings.48

The restriction on general solicitation included in Rule 502 that isapplicable throughout Reg D (with the exception of the aforementionedRule 504 carve-out) is the main roadblock preventing equity crowdfundingfrom fitting into the existing SEC exemptions.49 The fundamental innova-tion of equity crowdfunding is that, with the advent of the Internet, entre-preneurs and startup companies can find diverse groups of investors whoare interested in owning stock in their company.50 The restriction onadvertisement written into Rule 502 is in place specifically to protect unso-phisticated investors by prohibiting this type of outreach.51

Offerings under Rule 506, promulgated under § 4(2) of the ’33 Act,are subject to the same solicitation restrictions covering the rest of Reg D.52

Companies can offer and sell an unlimited dollar amount in equity, but theRule 506 exemption only permits companies to offer equity to accreditedinvestors and, at most, thirty-five “sophisticated” individual investors.53

The general test used to determine which investors qualify as sophisticatedis whether the issuer “reasonably believes immediately prior to making anysale” that the investor in question has enough knowledge and experiencein financial and business matters to enable him or her to properly evaluatethe merits and risks of the investment.54

Regulation A is another potential avenue for issuers looking to avoidthe costs of registration.55 The Regulation A exemption is limited to offer-ings of up to $5 million in a one-year period and does have more relaxedlimitations on general solicitation.56 But the exemption comes with aseries of disclosure costs that, although they are far lower than standardregistration costs, commentators have argued would still prevent mostpotential crowdfunders from using Regulation A as an offering avenue.57

The crowdfunding platforms themselves also run into cost barriersunder the current regulatory regime, including the possibility that theywould be required to register as brokers (though the cost to the platformitself might be passed on to the companies offering equity or to the inves-

by-case basis and guided by the types of individuals solicited and their connections tothe equity offering at hand).

48. See, e.g., Berkeley, supra note 47.49. See, e.g., Bradford, supra note 33, at 30.50. See supra Part I.B.51. See Ralston, 346 U.S. at 124– 25.52. See 17 C.F.R. § 230.506 (2012).53. Id.54. Id.55. 17 C.F.R. § 230.251.56. See Bradford, supra note 33, at 24.57. See id. at 49 (citing Rutheford B. Campbell, Regulation A: Small Businesses’ Search

for “A Moderate Capital,” 31 DEL. J. CORP. L. 77, 111 (2006) for the proposition thatsmall businesses are hesitant to use Regulation A because of the cost and complexitiesassociated with completing the “mini-registration” process associated with Regulation Aofferings).



tors by charging fees).58 Section 3(a)(4) of the ’33 Act defines a broker as“any person engaged in the business of effecting transactions in securitiesfor the account of others.”59 When broken down into its component parts,this rule seems to apply to most, if not all, of the different possible forms ofequity-based crowdfunding platforms. Crowdfunding websites are cer-tainly “engaged in the business,” as they are constant conduits for multipleoffering ventures, not simply one-off participants.60 The real question iswhether these platforms are susceptible to being seen as “effecting transac-tions in securities for the account of others.”61 It seems to be the case thatthey are: “[the typical crowdfunding enterprise’s] receipt of transaction-based compensation, continued involvement in the investor-entrepreneurrelationship, public advertising, and for-profit status may cumulatively betoo much to allow them to avoid broker status” under the current legalregime.62

D. Regulating Crowdfunding

There is, of course, a set of reasons behind the SEC’s registrationrequirements and the high bar that they set.63 The motivation to keepinvestors away from public offerings by startup companies is largely drivenby the notion that, because of their inherent volatility, small businessesmake extremely risky investments and are hard to accurately value.64

There are high costs associated with transparency though, and forcing star-tup businesses to provide extensive information to the public before offer-ing equity can (and does) disincentivize stock offerings.65 Thesedisclosure cost issues have contributed to an overall reduction in the num-ber of Initial Public Offerings (IPOs) in general over the past decade.66

58. 15 U.S.C. § 78c(a)(4) (2012) (outlining the various types of entities that are con-sidered brokers). For a discussion of the new portal category created under the JOBS Actfor crowdfunding platforms in contrast to the existing broker category, see infra Part I.D.

59. 15 U.S.C. § 78c(a)(4).60. Bradford, supra note 33, at 24.61. 15 U.S.C. § 78c(a)(4).62. Bradford, supra note 33, at 66. Professor Bradford further breaks down whether

actions like providing advice to investors could tilt the balance further towards brokerclassification, and runs through the SEC Division of Trading and Market’s guide to deter-mine broker status. Ultimately, the question of whether a portal receives transaction-based compensation seems to be the most important determinant of broker status fromthe perspective of the SEC. See SEC v. Margolin, No. 92 Civ. 6307 (PKL), 1992 WL279735, at *5 (S.D.N.Y. Sept. 30, 1992).

63. See infra Part III.A.64. Timothy Bates & Alfred Nucci, An Analysis of Small Business Size and Rate of

Discontinuance, J. SMALL BUS. MGMT., Oct. 1989, at 1, 4 (noting that small businesseswith low numbers of existing employees [startups] tend to be by far the most volatileventures in terms of business prospects).

65. IPO TASK FORCE, REBUILDING THE IPO ON-RAMP: PUTTING EMERGING COMPANIES

AND THE JOB MARKET BACK ON THE ROAD TO GROWTH 2 fig.B (2011), available at http://www.sec.gov/info/smallbus/acsec/rebuilding_the_ipo_on-ramp.pdf.

66. See id. (demonstrating that IPOs, particularly for companies with valuationsunder $50 million, have been in drastic decline between the early 1990’s and today,falling more than 75% since the high point in 1996).



The valuation-versus-transparency cost conundrum can be describedalong the lines of the “Gold Ring Problem,” a hypothetical tool used toexplain situations in which an unknown asset has to be assigned a valuebefore it can be sold, but there is not enough information available aboutthe asset to come to a straightforward conclusion about its actual worth.67

A typical member of the public coming across a small business trying toraise equity online through a crowdfunding website may not be in a mea-surably better position to assess worth than if he or she had found a goldring on the street. But the financial risk in picking up a gold ring andhaving it graded by a jeweler is far less than in sinking large amounts ofcapital into a startup business. For this reason, the SEC has prioritizedinvestor protection in regulating public offerings, and it will likely continueto do so while putting together the new crowdfunding rules.68 Several pun-dits have made the argument that the risk to consumers in allowing invest-ment crowdfunding is impermissibly greater than the potential reward andthe benefits to the small businesses receiving their investments.69

Part of the challenge facing an effective crowdfunding regulationregime will be to minimize fraud and maximize transparency while stillkeeping the transaction costs low for stock-issuing small businesses. Inorder to meet all of the SEC regulations typically designed to prevent fraud,companies must spend large amounts of time and money carefully filingdocuments that disclose the operations of their organizations and, to anextent, the methods by which they are already capitalized.70 Without thissort of disclosure, it would be hard for prospective investors to get a goodpicture of how much risk is associated with a particular type of investment.

To combat the prohibitive costs that come along with disclosure, thenew JOBS Act regulations amend § 4 of the ’33 Act to include a number ofsubstitute measures to lessen the amount of risk inherent in crowdfundinginvestments.71 Chief among these measures, listed in Title III of the JOBSAct, are strict limits on the amounts that individuals can invest in anycrowdfunded businesses as well as limits on the amount that any businesscan raise through crowdfunding.72 The legislation limits investors who

67. Victor P. Goldberg, The Gold Ring Problem, 47 U. TORONTO L.J. 469, 469 (1997).68. See Daniel M. Gallagher, Comm’r, SEC, Speech at SIFMA Regional Conference:

SEC Priorities in Perspective (Sept. 24, 2012), available at http://www.sec.gov/news/speech/2012/spch092112dmg.htm.

69. See Edward Wyatt, Senate Passes Start-Ups Bill, with Amendments, N.Y. TIMES

(Mar. 22, 2012), http://www.nytimes.com/2012/03/23/business/senate-passes-start-ups-bill-with-amendments.html; see also Laws Provide Con Artists with Personal EconomicGrowth Plan, N. AM. SEC. ADMIN. ASS’N, (Aug. 21, 2012), http://www.nasaa.org/14679/laws-provide-con-artists-with-personal-economic-growth-plan.

70. Small Business and the SEC: A Guide for Small Businesses on Raising Capital andComplying with the Federal Securities Laws, SEC, http://www.sec.gov/info/smallbus/qasbsec.htm (last modified Dec. 21, 2012) (describing the extent to which small busi-ness owners must disclose the same types of information that larger companies mustprovide).

71. Jumpstart Our Business Startups Act, Pub. L. No. 112-106, § 302, 126 Stat. 306(2012).

72. See id.



earn less than $100,000 per year or have a net worth of less than $100,000to maximum annual crowdfunding investments of 5% of net worth or$2,000 (whichever is greater).73 An investor with over $100,000 in annualincome or a net worth above $100,000 is limited to 10% of their annualincome or net worth, whichever is higher, with a maximum cap at$100,000 per year.74 Issuers are not allowed to raise more than $1 millionper year through crowdfunding, and any issuers aiming to raise more than$100,000 a year are subject to escalated disclosure requirements.75 Thebasic disclosure regime under the JOBS Act requires any crowdfunded com-pany to release ownership structure and the names of directors and certainshareholders; there are further (almost prohibitively extensive) disclosurerequirements for any crowdfunded company aiming to raise more than$500,000 in a year.76

In addition to these more conventional regulations, the SEC is alsogoing to rely on the crowdfunding platforms to vet stock issuers and pro-tect investors.77 Crowdfunding platforms, which, like Kickstarter or simi-lar charitable counterparts, aggregate different small business offerors andpresent them to potential investors through a single digital face, wouldoperate under the JOBS Act as intermediaries called “funding portals.”78

Registered funding portals must conduct background checks as well asprovide a certain uniform depth of information on every issuer that is par-ticipating in the market through their website.79 Part of the purpose of thisrequirement is to encourage platforms to stake their reputation on becom-ing investment intermediaries devoid of fraudulent or even overly riskyinvestments.80 Forcing platforms to vouch for the offerings that they hostseems to push, in a way, a market solution to the transparency problem.

On a broader scale, proponents of the new regulation also contendthat the open nature of social media will also act as a preventative measureand keep risk out of the system.81 In theory, because of the fact thatcrowdfunding platforms will be open forums, any bad actors will be imme-diately spotted and weeded out by the crowd.82 There are, of course, someflaws in this approach, the biggest one being that the usefulness of social

73. Id.74. Id.75. Id. (including independent review of financial statements).76. Id. (including full audits of financial statements).77. See Sara Hanks, Jobs Act Crowdfunding Provisions Await Clarification by SEC, 44

SEC. REG. & L. REP. 1710 (2012) (describing the role of intermediaries in the JOBS Act).78. See id. Crowdfunding platforms can also elect to meet the intermediary require-

ments of the JOBS Act by registering as traditional brokers. § 304, 126 Stat. 306. Notethat for the purposes of this Note, the term “portal” is used to refer to crowdfundingplatforms in general— the phrase “funding portal” is used to refer to the specific JOBSAct-enumerated category.

79. See § 304, 126 Stat. 306; Hanks, supra note 77, at 3.80. See Hanks, supra note 77, at 3.81. Sherwood Neiss & Jason Best, Why the JOBS Act is a Win for Entrepreneurs and

Investors, INC.COM (Mar. 28, 2012), http://www.inc.com/sherwood-neiss/why-you-can-feel-good-about-the-jobs-act.html.

82. See id.



networks in combating one-off schemes is limited.83 In a repeat game,however, where small businesses are looking for multiple rounds of fund-ing, the fact that businesses have already been vetted multiple times by theusers themselves can be an enormous benefit.84 What remains to be seenis how effective crowdfunding platforms can be in encouraging open butfair discourse among end-users.85 If platforms allow completely uncen-sored discussion, they could be introducing incentive to manipulate themarket by defaming or unjustly criticizing certain equity-offering compa-nies and not others.86 This problem is potentially magnified by the ano-nymity that the Internet allows.87

II. Equity Crowdfunding Abroad

A. The United Kingdom

Probably the earliest example of crowdfunding success in the Internetage comes from the United Kingdom, where rock band Marillion raisedover £35,000 in 1997 to bankroll their first tour of the United States.88

Crowdfunding through established portals emerged as a phenomenon inEurope more-or-less contemporaneously with the growth of crowd-basedwebsites in the United States.89 The United Kingdom, in particular, hasbeen a hotbed of crowdfunding activity over the last two or three years,with at least two portals offering active equity crowdfunding.90 WhileKickstarter only recently brought its platform to the United Kingdom, theart world has embraced crowdfunding for a number of years alreadythrough independent platform sites like Space Hive (which focuses onimproving public spaces) and project-specific crowdfund campaigns.91 Asevidence of the successes of crowdfunding in the United Kingdom, mem-

83. See Susan Block-Lieb, E-reputation: Building Trust In Electronic Commerce, 62 LA.L. REV. 1199, 1214 (2002) (describing the debate over whether negative feedback oneBay can successfully drive out bad actors and how long that process can take).

84. See id. at 1210– 12, 1216 (demonstrating that even imperfect e-market feedbackcan be an effective fraud deterrent when enough individuals participate).

85. See id. at 1208.86. Id. (discussing the chilling effect of retaliatory negative feedback in online

marketplaces).87. See Christine Souhrada, Note, Securities Fraud, Market Manipulation, and the

Internet, 2002 UCLA J.L. & TECH. Notes 28 (2002) (noting that the SEC has alreadybegun to examine the problem of individuals disseminating false information over theInternet in order to manipulate stock prices).

88. Even though their lead singer once acknowledged that they were the “least hip”band in the world, a dedicated U.S. fan base and the advent of the Internet helped revi-talize the band in the late 1990s. Jake Wallis Simmons, Crowdfunding: How the Kindnessof Strangers is Changing Business, TELEGRAPH (Oct. 24, 2012), http://www.telegraph.co.uk/culture/9599846/Crowdfunding-how-the-kindness-of-strangers-is-changing-business.html.

89. See id.90. Mike Wendling, Crowdfunding Start-Ups Show How to Sidestep Bank Loans, BBC

NEWS (Aug. 22, 2012), http://www.bbc.co.uk/news/business-19286163.91. Patrick Hussey, Crowdfunding: What You Need to Know, GUARDIAN (Aug. 16,

2012), http://www.guardian.co.uk/culture-professionals-network/culture-professionals-blog/2012/aug/16/kickstarter-uk-launch-crowdfunding-culture.



bers of the arts and entertainment worlds and the interactive gaming indus-try have recently come together from across the United Kingdom todeliberate on and disseminate a series of proposals to facilitate crowdfund-ing for both commercial and cultural purposes.92

Securities offerings in the United Kingdom are mainly governed by theFinancial Services Authority (FSA) under the guidance of the Financial Ser-vices Markets Act of 2000 (FSMA).93 Though the FSMA became law fairlyrecently, it does not specifically contemplate crowdfunding; however, itdoes contain a number of regulations that have been loosely adapted tocrowdfunding (at least for the time being, until the United Kingdom passesexplicit equity crowdfunding laws).94 Under the FSMA regulatory system,any invitation or inducement to engage in investment activity is considereda “financial promotion.”95 Similar to the prohibition on general solicita-tion laid out by the SEC, the regulatory scheme surrounding financial pro-motions seeks to prevent unauthorized or nonexempt individuals ororganizations from advertising equity offerings to the public.96 The FSAdoes, however, include carve-outs for seeking investment from friends andfamily or other “connected persons” in pre-incorporation stages.97 Anyother form of financial promotion conducted by an equity crowdfundingportal must be conducted by either an FSA-authorized entity or under aspecified exemption.98

The exempted groups of investors to whom securities can be offeredlook very similar to the SEC’s groups of accredited or sophisticated inves-tors who are allowed to invest in equity offerings under the various rules inReg D.99 Two of the more important exempt classes are “high net worthindividuals”— persons with income of C= 100,000 or assets of C= 250,000excluding their pensions and any insurance policies— and “sophisticatedinvestors”— persons with a connection to the financial industry, such asmembers of angel networks,100 or individuals employed by financial insti-tutions.101 Importantly, any of these exempted persons must file a certifi-

92. ASS’N FOR U.K. INTERACTIVE ENTM’T, UKIE CROWD FUNDING REPORT: A PROPOSAL

TO FACILITATE CROWD FUNDING IN THE UK 2 (2012), available at http://media.spong.com/ukie_crowd_fund_feb_2012.pdf.

93. See London Funding Conference, Crowd Funding, Staying on the Right Side of theFSA Part 2, YOUTUBE (Apr. 6, 2011), http://www.youtube.com/watch?v=qWgKbewv7FY;Financial Services and Markets Act, 2000, c. 8, § 1 (Eng.).

94. Financial Services and Markets Act, ch. 8, § 1.95. Id. § 21.96. Id.97. Id. ch. 8, § 1.98. Id.; London Funding Conference, supra note 93.99. See id.

100. Angel investors are wealthy individuals who invest their own capital in smallbusinesses, typically in return for equity or convertible debt. See Greg Novak, AngelNetworks Are Local and Global, WALL ST. J. (Jan. 17, 2013, 2:25 PM), http://blogs.wsj.com/accelerators/2013/01/17/angel-networks-are-local-and-global/ (describ-ing how networks of angel investors form and pool together funds to invest in early-stagebusinesses).

101. Financial Services and Markets Act, § 21; see also London Funding Conference,supra note 93.



cate in compliance with the FSMA standards certifying that they arequalified to receive financial promotions under one of the exempt catego-ries before they actually receive any financial promotion.102 What thisessentially means is that any crowdfunding portals operating along thelines of these specified FSMA exemptions would have to prevent users fromviewing the various funding opportunities that are being hosted on the siteuntil the users have completed a thorough certification process.103 If thisprovision is actually enforced stringently, it could become a major obstacleto portals looking to attract users, even those who actually qualify forfinancial promotion. A London-based software vendor that has indepen-dently begun to crowdfund in order to raise money has taken this approachby hiding their crowdfunding activities behind a “restricted page” thatrequires users to certify that they meet one of the exempt categories (whichare laid out in clickwrap).104 Whether this approach would work for acrowdfunding portal is yet to be seen, but it would seemingly be a majordeterrent to potential end-users (members of the public) who might behesitant to commit to signing certificates or waivers before actually acces-sing websites.

The FSMA also places limits on the number of people who can investunder exempt categories as well as the total amount of equity that can beoffered under the exemptions. The total number of individuals who cantake equity in an exempt offering was originally 100, but has moved to 150over the past year.105 And the total amount of equity that can be offeredwas C= 2.5 million, but has risen to C= 5 million over the past year.106

In addition, the FSA also lays out a set of rules governing so-called“arranging,” or making arrangements which introduce investors to inves-tees.107 Similar to the question of whether a crowdfunding platform wouldneed to register as a broker in the United States under the SecuritiesExchange Act, it is an open question whether crowdfunding platforms inthe United Kingdom would need to register with the FSA under the“arranging” provision.108 The “arranging” provision has “always beenviewed as being a little ambiguous” by the lawyers who most frequentlyencounter it in securities cases, and the case law surrounding the issue is

102. See London Funding Conference, supra note 93.103. See id.104. See Trampoline Crowdfunding Full Details, TRAMPOLINE SYS., http://crowdfunding.

trampolinesystems.com/fulldetails (last visited July 24, 2013) (showing that users cer-tify that they meet the requirements through clickwrap agreements). Clickwrap agree-ments are computer-based agreements typically found in the software installationcontext where users must acknowledge the terms of an agreement by clicking “I Agree”before the installation process can go forward. See Kevin W. Grierson, Enforceability of“Clickwrap” or “Shrinkwrap” Agreements Common in Computer Software, Hardware, andInternet Transactions, 106 A.L.R. 5th 309, 317 n.1 (2003) (outlining the evolution of thelegal landscape surrounding clickwrap).

105. See London Funding Conference, supra note 93.106. Id.107. Financial Services and Markets Act 2000 (Regulated Activities) Order 2001, art.

14, S.I. 2001/544.108. See London Funding Conference, supra note 93.



fairly light.109 The FSA does offer interpretation guidelines for judges(PERG guidance (2.7.7B)), but has recently stated that it will seek torefresh those guidelines since, in the opinion of the FSA, they are currentlybeing interpreted too narrowly.110 Still, current interpretation of the“arranging” rules seems to favor crowdfunding portals, as they are notactively persuading individuals to invest in certain offerings.111 As long asthe portals do not offer specific advice on which projects to invest in, theycan probably narrowly avoid the “arranging” label by claiming that theyare only acting as passive conduits between investors and equityofferings.112

Another important consideration in the context of U.K. crowdfundingregulation is the “collective investment scheme” model.113 This ordinarilyoccurs when funds from large numbers of individuals are pooled into ajoint account for the purpose of investing in a variety of forms of invest-ment.114 This type of arrangement, similar to an “investment contract”under the Securities Act and the Exchange Act in the United States, is regu-lated even more strictly than typical FSA-regulated offerings.115 Promotingcollective investment schemes is particularly difficult, and there are addi-tional requirements limiting the types of securities that collective invest-ment schemes can invest in, as well as limits on who can manageauthorized collective schemes.116

Whatever form crowdfunding portals may take, there are hints thatthe FSA will tighten the reins for compliance with the FSMA.117 In Augustof 2012, the FSA gave its first public notice about crowdfunding sites, say-ing that they should only be “targeted at sophisticated investors who knowhow to value a start-up business, understand the risks involved and thatinvestors could lose all of their money.”118 The FSA also recognized thatsome firms involved in crowdfunding might currently be operating withoutauthorization, but, importantly, did not give any hint as to how this would

109. Jake Green, The Regulated Activities Order: Arranging Deals in Investments,NABARRO LLP, 2 (June 17, 2009), http://www.nabarro.com/downloads/the-regulated-activities-order—arranging-deals-in-investments.pdf.

110. Id. (noting that the examples laid out in the current guidelines are being treatedby judges as if they were an exhaustive list of all of the possible “arranging” scenarios,while the FSA had intended the examples to merely be instructive in assessing uniquesituations).

111. Id.112. See id.113. Financial Services and Markets Act, 2000, c. 8, § 21 sched. 2.8 (Eng.).114. See Justin Aronson, Note, Lessons For The United Kingdom: How Registration And

Prospectus Requirements Have Inhibited Condo-hotel Investment Offerings, 35 SYRACUSE J.INT’L. L. & COM. 95, 114 (2007).

115. Id.116. See id.; see also FSA, THE COLLECTIVE INVESTMENT SCHEME INFORMATION GUIDE 4,

available at www.fsa.gov.uk/pubs/foi/collguide.pdf.117. See James Hurley, FSA: ‘Crowdfunding’ for Sophisticated Investors Only, TELEGRAPH

(Aug. 17, 2012, 9:57 AM), www.telegraph.co.uk/finance/yourbusiness/9482082/FSA-Crowdfunding-for-sophisticated-investors-only.html.

118. Id. (internal quotations omitted).



be handled.119

The two main U.K.-based equity crowdfunding entities that haveemerged to date are Crowdcube and Seedrs, and each has taken a some-what different approach to operating within the current legal arena.120

Seedrs has actually become the first crowdfunding portal to receive FSAapproval and is operating as fully registered and authorized, but is limitingitself to investors who are deemed knowledgeable enough to pass a discre-tionary vetting process.121 Presumably it is doing this to protect itself fromfuture regulatory attacks (hedging against the enormous uncertainty fac-ing crowdfunding portals), but in doing so it could be keeping out a verylarge number of potential users. On the other hand, Crowdcube, a slightlybetter known portal, has been presenting equity opportunities without FSAapproval.122 Instead, Crowdcube currently operates more like an openforum where would-be investors can view pitches from individual compa-nies and then engage in nominally independent equity purchases.123

Whether this work-around will result in some form of action by the FSA isyet to be seen, but Crowdcube may already be in hot water after allegationsthat it misled investors by manipulating, or allowing the manipulation of,one of the offerings hosted on its site.124

B. Italy

Perhaps a more accurate parallel for the crowdfunding phenomenon inthe United States (though less predictive of things to come than illustrativeof the current path) is the Italian experience.125 While active equitycrowdfunding is much less widespread in Italy than in the United King-dom, Italy seems to be on a more similar course to the United States interms of the general regulation and management of equity crowdfundingactivities.126

The few existing surveys of the entire crowdfunding industry in Italy(equity, charitable, and otherwise) seem to paint a similar picture to theone emerging in the United States.127 Of the prominent crowdfunding por-

119. Crowdfunding: Is Your Investment Protected?, FSA, http://www.fsa.gov.uk/con-sumerinformation/product_news/saving_investments/crowdfunding (last updated Oct.8, 2012).

120. ASS’N FOR U.K. INTERACTIVE ENTM’T, supra note 92, at 7.121. Id.122. Id.123. See How Does Funding Work?, CROWDCUBE, http://www.crowdcube.com/pg/

crowdcube-faq-20#howfundingworks (last visited Oct. 10, 2012) (describing that thefirm Ashfords LLP actually completes the arrangement).

124. James Hurley, Peer-to-Peer Website Accused of Misleading Investors, TELEGRAPH

(May 8, 2012, 11:40 AM), http://www.telegraph.co.uk/finance/businessclub/9251891/Peer-to-peer-website-accused-of-misleading-investors.html.

125. See infra Part II.B.126. Id.127. See DANIELA CASTRATARO & IVANA PAIS, ANALYSIS OF ITALIAN CROWDFUNDING PLAT-

FORMS 3 (2012), available at http://twintangibles.co.uk/wp-content/uploads/2012/12/CrowdfundingInItaly1.pdf; see also Giancarlo Guidici et al., Crowdfunding: The New Fron-tier for Financing Entrepreneurship?, POLITECNICO DI MILANO: DIPARTIMENTO DI INGEGNERIA

GESTIONALE (Oct. 5, 2012), available at http://papers.ssrn.com/sol3/papers.cfm?abstract



tals in Italy, only one is currently operating to provide any sort of equityfor investors, and it is doing so only by directly connecting investors withentrepreneurs, not by offering actual open investment portal services.128

The rest are either operating as purely charitable enterprises, or areencouraging users to invest set amounts of money in return for gifts orawards.129 But, by far, the most common form of crowdfunding activity inItaly is microlending, with an estimated 78% of all money raised throughcrowd portals in the country moving through microlending avenues.130

Microlending in Italy has accounted for about C= 10 million in successfullyfunded projects to date.131 Equity-based portals (not true equitycrowdfunding portals, but networks of angels organized to directly connectinvestors with projects) account for about C= 2 million of funded projects,and gift or reward-based programs account for about C= 1 million.132

The average size of funding rounds for lending and gift-based projectsin the Italian crowdfunding marketplace is several thousand euros (C= 2,600for gift-based and C= 4,500 for lending), while equity projects in the countrytypically tend to raise money at greater orders of magnitude, the averageequity project bringing in close to C= 250,000 per round.133 However, thisnoticeable gap in funding size (with the average equity offering bringing inone hundred times more capital) is probably not entirely indicative of howequity crowdfunding rounds will look in the future, in Italy and else-where.134 Because the forms of equity crowdfunding occurring in Italyright now look more like website-based incarnations of angel networks, therounds being raised by each project look, in size, like angel network invest-ments.135 True equity crowdfunding portals would likely host a range ofprojects looking for funding at levels far below the amounts that angelinvestors typically seek to invest.136 In fact, a 2011 study of the variousequity crowdfunding efforts globally demonstrated that almost half of theprojects raised only between $50,000 and $250,000 per round, and a full

_id=2157429 (highlighting Eppela, SiamoSoci, Boomstarter, Starteed, Kapipal, Produ-zioniDalBasso, FundForCulture, Crowdfunding Italia, De Revolutione, and Zummolo,among others).

128. Guidici et al., supra note 127, at 9 (discussing SiamoSoci, which behaves morelike a network of angel investors than a crowdfunding portal in comparison to the othercrowdfunding portals currently in operation in Italy, which all either operate on apurely charitable basis or on a gift basis).

129. See id.130. CASTRATARO & PAIS, supra note 127, at 9. R131. Id.132. Id.133. Id. at 10.134. See id.135. See Scott Shane, The Size of Angel Investments, SMALL BUS. TRENDS (Nov. 3, 2008),

http://smallbiztrends.com/2008/11/the-size-of-angel-investments.html (highlightingthat in 2008 the average amount of angel investment received per company was around$370,000).

136. See CROWDSOURCING, CROWDFUNDING INDUSTRY REPORT: MARKET TRENDS, COMPO-

SITION AND CROWDFUNDING PLATFORMS (2012), available at http://www.crowdsourcing.org/document/crowdfunding-industry-report-abridged-version-market-trends-composition-and-crowdfunding-platforms/14277.



quarter of all projects raised less than $50,000.137

Italian crowdfunding portals, besides taking a number of differentapproaches to fundraising, are also legally organized in a number of differ-ent ways.138 The majority are organized as Srl organizations (similar to theUnited States Ltd.), with only two registered as Spa (the Italian equivalentof a public corporation).139 A small few are not legal entities at all, butmost seem to be at the very least listed in the publicly available nationwideCompany Register.140 It is important to note though, that just because aportal is itself a registered company, its actions are not necessarily con-doned by the Commissione Nazionale per le Societa e la Borsa (CONSOB),the Italian equivalent of the SEC.141

Until recently, the CONSOB did not have any official position oncrowdfunding, but in October of last year the Italian legislature passed thesecond Decreto Crescita, a decree that “among other things, legalizesequity crowdfunding.”142 In much the same way that the SEC needs to gothrough the rulemaking process to refine the JOBS Act before it comes intoeffect, the CONSOB will need to review this section of the Decreto Crescitato determine exactly how it will shape Italy’s crowdfunding future.143

However, it is already clear that crowdfunding under the Decreto Crescitawill have at least one key difference from the crowdfunding regime in theUnited States: only “high-tech businesses” will be authorized in Italy tooffer equity through crowdfunding portals.144 How exactly the CONSOBwill define and give shape to the term “high-tech” remains to be seen sincethe Decreto only specifies that crowdfunding should be available to compa-nies active in the “development and commercialisation of high-tech valueproducts or services.”145 The fact that the Italian legislature has priori-tized the technology industry in opening up avenues for crowdfundingdoes not necessarily mean that the law will not eventually be adapted toinclude other forms of business venture though.146 There is a generalsense that this first step is designed to allow the Italian equity market toslowly develop a taste for crowdfunding that can later be expanded upon ifdemand presents itself and if the first portals and first rounds of funding

137. Id.138. CASTRATARO & PAIS, supra note 127, at 10. R139. Id.140. Id.; see also Services: For the Public Administration, ITALIAN CHAMBER COM. REGIS-

TRY, http://www.registroimprese.it/en/per-la-pubblica-amministrazione#page=registro-imprese-pa (last visited Apr. 27, 2013).

141. See Intermediaries - Register of Investments Firms, CONSOB, http://www.consob.it/mainen/intermediares/investments_firms/index.html (last visited Mar. 8, 2013) (list-ing all CONSOB-approved intermediaries).

142. Anton Root, A Closer Look at Italy’s Crowdfunding Law, CROWDSOURCING (Oct.10, 2012, 6:12 PM), http://www.crowdsourcing.org/editorial/a-closer-look-at-italys-crowdfunding-law/20096; see Decreto Legislativo 83/2012, in G.U. 187/2012.

143. See Root, supra note 142.144. Italy’s Crowdfunding Law Has Many Similarities to the JOBS Act, CROWDFORCE

(Oct. 19, 2012), http://crowdforce.co/italys-crowdfunding.145. Id. (internal quotations omitted).146. See id.



run smoothly.147 Limiting the first equity rounds to one specific industryalso allows the CONSOB to focus more explicitly on investor education.148

Besides this industry-based limitation, the Decreto also lays out anumber of more general guidelines for CONSOB rulemaking.149 In orderto limit crowdfunding efforts to the small businesses that need it the most,companies that have been in existence for longer than forty-eight monthswill be ineligible for equity crowdfunding, and companies with total yearlyoutputs of over C= 5 million euros (by the second year of operation) cannotoffer equity through crowdfunding portals.150 Importantly, crowdfundingrounds will have to be co-signed (in a way) by seasoned investors.151 Anycompany looking to offer equity through a crowdfunding portal will berequired to first raise money through offerings to traditional sophisticatedinvestors or venture capitalists.152 This provision is designed to protectless knowledgeable shareholders from potential abuse and unexpectedchanges to their rights in future funding rounds involving sophisticatedinvestors (a problem that will be explored further in this Note).153

C. France

After the United States (191) and the United Kingdom (44), the nationwith the largest number of active crowdfunding platforms is France (28 asof 2012).154

The French phrase “finance participative” has been adopted as a paral-lel to “crowdfunding,” and the idea has grown strong roots, especially inthe arts world.155 It is unsurprising that crowdfunding has taken hold inFrance, where a similar system of community-style investing and lendinghas already been in existence for more than twenty years: the “clubd’investisseurs pour une gestion alternative et locale de l’epargne solidaire”(CIGALES) movement.156 In the pre-internet era, CIGALES investment

147. See id.148. See id.149. See id.150. Id.151. See id. (explaining that a professional investor or venture capitalist will have to

anchor any crowdfunding offering).152. See Root, supra note 142.153. See id.; infra Part III.B.154. CROWDSOURCING, supra note 136, at 17.155. See France Crowd Funding Restorations, UNITED PRESS INT’L (Jan. 11, 2013, 8:45

AM), http://www.upi.com/Top_News/World-News/2013/01/11/France-crowd-funding-restorations/UPI-42581357911935 (describing efforts by the French National Monu-ments Agency to raise money from the public to dedicate to restoration of cultural cen-ters and national monuments); see also KISSKISSBANKBANK, http://www.kisskissbankbank.com/en (last visited Jan. 2, 2013) (providing descriptions of various arts-basedcrowdfunding projects based in France).

156. See generally Arvind Ashta et al., Social Innovation Lessons from Microangels? AnInstitutional Entrepreneurship Case Study of the CIGALES Movement in France, 3 (Bur-gundy Sch. of Bus., Working Paper No. 25, 2012), available at http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2031732 (describing the emergence and growth of theCIGALES movement).



clubs were the ideological forerunners for the crowdfunding movement.157

CIGALES operates as a federation of democratically governed localclubs in which individual investors pool together their savings to supportsmall businesses or other microenterprises.158 Individual contributions toa CIGALES club can be anywhere from C= 7.50 to C= 450 per month, andeach club is comprised of between five and twenty members.159 Mostclubs invest solely in ethically operated local small businesses or busi-nesses with particular social or cultural goals, and they do not generallyexpect returns on their investment.160 Importantly though, as an incentiveto participate in investment in local or socially conscious businesses, clubmembers receive a 25% income tax deduction on any sums invested(through the Madelin law), as well as a 50% wealth tax deduction on any oftheir investments in small and medium-size enterprises (through the TEPAlaw).161 All clubs are organized centrally under the federation, which actsless as a governing body than a flag-bearer for the movement, but doescollect subscription fees which are for the most part redistributed to thelocal clubs (as is the case with many crowdfunding portals, these fees arealso used in part to support the federation staff and its day-to-dayoperations).162

CIGALES clubs operate legally in France under the provision in thecivil code allowing for “indivisions.”163 Indivisions are similar to tenanciesin common under English law, and in France major financial institutionshave been using indivisions since the 1970s as vehicles to collectivizeinvestments for large institutional clients under the Monory law (a laworiginally established to allow employees to own shares in the companiesthat employ them).164 The founders of the CIGALES movement seized theopportunity to use these indivision-based investment pools, which, bychampioning small business and taking into account specific ethical andsocial responsibilities, they believed could have a net positive impact onboth the French economy and French society as a whole.165

The CIGALES movement has stagnated a bit due to changes in the taxstructure governing small business investments and flagging interest in thebroader social investment idea; however, it does provide some importantlessons for the fledgling equity crowdfunding industry in France.166 In aseries of interviews asking members of CIGALES clubs to identify keyproblems with the club-based investment system, one of the issues that

157. See id.158. See Ashta et al., supra note 156, at 15.159. Id. at 14.160. Id.161. Id. at 24.162. See id. at 15.163. See id. at 19.164. Id.165. Id.166. Id. at 24– 27 (exploring the reasons behind the slowing growth of CIGALES clubs

and the dissolution of certain local chapters).



arose most frequently was the limited opportunity for exit.167 Many clubmembers reported that it is too difficult to successfully take money out of aCIGALES club after periods of funding.168 Even though CIGALES inves-tors are content to make no profit on their investments (save for their tax-exempt status), they still enter into the various arrangements expecting tobe able to get back at least some of the capital that they put in and say thatthey would be less likely to participate if they are not guaranteed someform of exit opportunity if needed.169 If difficulties pulling out money candisincentivize even members of this type of altruistic club, then the exitexpectations of individuals looking for returns through equity crowdfund-ing portals need to be carefully considered.170

Fortunately, a French portal called WiSeed, which does offer equityinvestment, has provided what might be the first answer to the exit ques-tion.171 In October of 2012, a pharmaceutical development companycalled Antabio, which had raised early stage funding on WiSeed, becamethe first company to reach an important milestone in the development ofequity crowdfunding— over two hundred crowd investors received a profita-ble return in an exit event.172 In fact, not only did the investors make areturn, some made as much as 70% on their initial investment when alarger pharmaceutical development company bought out all of Antabio’sexisting shares.173 Of course, one successful buyout does not mean thatthe marketplace has figured out how to absorb crowdfunded businesses;profitable exits are few and far between for seed stage investors, and exitsat a loss in equity crowdfunding environments would seem to present ahost of unanswered problems.174 Members of the French crowdfundingworld have put forward regulatory suggestions that hit on some of theseproblems, but in a less than fully fleshed out marketplace it is difficult tomake precise recommendations.175

167. Id. at 35.168. Id.169. Id.170. Long-term capital lock-in is a significant feature of venture capital, and one that

has only become more pervasive with the recent decrease in IPOs. See Darian M.Ibrahim, The New Exit in Venture Capital, 65 VAND. L. REV. 1, 12 (2012). Consideringthe limitations on transferability that the JOBS Act imposes, crowdfunding investmentswill likely be even more illiquid than traditional venture capital investments. See Jump-start Our Business Startups Act, Pub. L. No. 112-106, § 302(b), 126 Stat. 306 (2012);see also infra Part III.A.

171. See World-Premier Successful Exit in Equity Crowdfunding!, SEEDING FACTORY (Oct.18, 2012), http://seedingfactory.com/2012/10/world-premier-equity-crowdfunding-exit.

172. Id.173. Id.174. Recent research suggests that in more than a third of traditional venture capital

investments, investors eventually lose all of their money, and further, more than 95% ofinvestors earn less than their projected returns. See Deborah Gage, The Venture CapitalSecret: 3 Out of 4 Start-Ups Fail, WALL ST. J. (Sept. 19, 2012, 9:32 PM), http://online.wsj.com/article/SB10000872396390443720204578004980476429190.html?mod=WSJ_article_comments#articleTabs%3Darticle (discussing unpublished research and com-mentary by Harvard Business School lecturer Shikhar Ghosh).

175. See FINPART, LIVRE BLANC: FINANCE PARTICIPATIVE, PLAIDOYER ET PROPOSITIONS

POUR UN NOUVEAU CADRE REGLEMENTAIRE (2012), available at http://finpart.org/down



D. Elsewhere in the European Union and the Rest of the World

In 2011, with respect to all forms of crowdfunding, an estimated C= 300million moved through crowdfunding portals based in the European Unionor on EU web domains.176 This represented a quarter of the C= 1.2 billionglobal crowdfunding marketplace, which has grown so rapidly that it hasnearly doubled in size every year since 2009 and is estimated to havealmost doubled again between 2011 and 2012 to C= 2.2 billion.177 Drivenalmost entirely by the European market, equity crowdfunding in particularhas demonstrated a tremendous capacity for growth, with a compoundannual growth rate (CAGR) (in market size measured by number of cam-paigns) of 114% since 2009.178

Still, crowdfunding laws throughout much of the European Union areunclear, and, in most cases, equity crowdfunding is being conducted with-out explicit regulatory approval or disapproval.179 In Germany, forinstance, the basic assumption until recently was that crowdfunding plat-forms could only raise as much as C= 100,000 per project.180 The founderof equity platform Seedmatch challenged this paradigm though, by draw-ing up arrangements between investors and equity-offering companiesbased on “a so called ‘partiarisches Darlehen’ or a profit participatingloan” contract.181 The German financial authority recognized andaccepted this bit of innovation, and Seedmatch can now raise equityrounds above the C= 100,000 limit, but it faces an uncertain future withregards to laws governing the screening of potential investors and fun-draisers.182 Recently, the German financial authority BaFin offered anadvisory note outlining several important considerations for prospectivecrowdfunding portals, but instead of outlining any new or developing regu-latory program specifically tied to crowdfunding, simply made note of theexisting regulations that might restrict or prohibit certain types ofcrowdfunding platforms or activity.183 For the most part though, this ishow equity crowdfunding portals across the rest of the European Union areoperating— by assessing the current legal landscape in each specific coun-

load/plaidoyer-juin (describing the limited existing regulatory framework forcrowdfunding in France and suggesting that the current laws are too tied to pre-internetinvestment realities).

176. KRISTOF DE BUYSERE ET AL., A FRAMEWORK FOR EUROPEAN CROWDFUNDING

21 (2012), http://www.europecrowdfunding.org/Resources/Documents/FRAMEWORK_EU_CROWDFUNDING.pdf.

177. Id.178. CROWDSOURCING, supra note 136, at 17.179. See supra Part II.A– C.180. Raf Weverbergh, Crowdfunding: Seedmatch is Going Where No Kickstarter Has

Gone Before, WHITEBOARD (last visited Jan. 2, 2013), http://www.whiteboardmag.com/crowdfunding-kickstarter-seedmatch (explaining that crowdfunding in Germany wasoriginally understood as falling under the ‘silent partner’ (stille Beteiligung) laws, whichplace a $100,000 cap on investment activity).

181. Id. (emphasis omitted).182. Id.183. Jorg Begner, Crowdfunding and Supervisory Laws, BAFIN Q., 3Q 2012, at 8 avail-

able at http://www.bafin.de/SharedDocs/Downloads/EN/Mitteilungsblatt/Quarterly/bq1203.pdf?__blob=publicationFile.



try and attempting to retrofit an equity-offering platform to the existing setof regulations.184

Beyond Europe, the crowdfunding landscape is even more embryonic,and while there is a large amount of capital and willingness to participate,less than 5% of all active crowdfunding platforms are based outside theUnited States or Europe.185 The one notable equity-based platform in Asiais GrowVC, a Hong Kong-based organization with ties to the crowdfundingcommunity in Finland.186 It operates somewhat differently than mostother equity portals though, in that instead of hosting projects that individ-ual investors can choose among, it pools capital from all of the site’s usersand invests in selected companies as a fund.187 Users still have a say inwhich companies receive funding, but this setup allows for more stream-lined funding processes and has the added benefit of aligning the interestsof the portal and investors in certain cases.188

By far the most distinctive and developed crowdfunding system is theAustralian Small Scale Offerings Board (ASSOB).189 Organized like a typi-cal stock market, the ASSOB hosts unlisted Australian companies lookingto offer freely transferrable equity in compliance with § 708 of the Austra-lian Corporations Act.190 While it limits each equity offering to twentynon-sophisticated investors per year and requires listed companies to offerdisclosure through “sponsors” (typically professionals experienced insecurities offerings), it still presents an interesting example of an effectivecrowdfunding regime, if one that looks very different than whatcrowdfunding will likely look like in the United States.191

Equity crowdfunding has also reached the Middle East, with one par-ticularly notable effort in Egypt to develop a crowdfunding portal thatadheres to Islamic banking law.192 Because Islamic law circumscribes cer-tain lending practices and interest-bearing investment, the developers ofShekra.com have devised a way to incorporate the developed principle of

184. See Eze Vidra, Startup Equity Crowdfunding Grows in Europe (NESTA Report), VCCAFE (July 4, 2012), http://www.vccafe.com/2012/07/04/startup-equity-crowdfunding-grows-in-europe-nesta-report (comparing WiSeed, Crowdcube, and Seedrs with Symbidin the Netherlands and MyMicroInvest in Belgium, and exploring the different invest-ment vehicles and post-investment rights of investors in each country).

185. CROWDSOURCING, supra note 136, at 18.186. Mike Butcher, Grow VC Launches, Aiming to Become the KIVA for Tech Startups,

TECHCRUNCH (Feb. 15, 2010), http://techcrunch.com/2010/02/15/grow-vc-launches-aiming-to-become-the-kiva-for-tech-startups.

187. Id.188. Id.; see Users, GROWVC, http://www.growvc.com/main/about/users/ (last vis-

ited Jan. 4, 2013).189. About ASSOB, AUSTRALIAN SMALL SCALE OFFERINGS BOARD, http://www.assob.

com.au/about.asp?page=1 (last visited Jan. 10, 2013).190. Id.191. Jonathan Sandlund, Exploring ASSOB: A $130 Million Crowdfunding Model that

Works, THECROWDCAFE (Nov. 12, 2012), http://www.thecrowdcafe.com/exploring-assob-a-crowdfunding-model-that-works.

192. Ahmed Lofty, Islamic Crowd Funding Portal Launched in Egypt, REUTERS (Nov. 12,2012, 7:26 AM), http://www.reuters.com/article/2012/11/12/islamic-finance-egypt-idUSL5E8MC7FN20121112.



‘mudharabah’ (profit sharing) into the crowdfunding formula.193 Ratherthan taking a commission on each investment, Shekra will co-invest in eachenterprise and generate income by sharing in a portion of the profits withother investors according to a specific formula.194

III. The JOBS Act and the Future of Crowdfunding in the UnitedStates

A. Proposals and SEC Rulemaking

The various provisions of the JOBS Act were advocated for at length inthe months and years before the passage of legislation; often in more-or-lessstringent terms than those that the bill ultimately laid out.195 But whilethe Act itself might not have provided exactly what crowdfunding advo-cates were looking for, the actual equity crowdfunding regime in the UnitedStates may depend more on the rulemaking of the SEC and FINRA (as theSRO)196 than the contents of the Act itself.197 The SEC rulemaking pro-cess was supposed to come to a close before January 1, 2013, but the SEChas yet to publish any rules, and conservative estimates say that rules willnot likely be promulgated until the start of 2014, at the earliest.198

While the process of receiving comments and rule proposals hasbegun, the sheer volume of work that the SEC needs to complete beforeregulations can be announced (both on this piece of legislation and othersin the queue) is enormous.199 Before completion, any published rulesmust be justified according to a series of SEC priorities including eco-nomic efficiency, economic impact, and impact versus alternative rules orsolutions.200 Importantly, due to a series of recent court decisions, theSEC must perform economic cost-benefit analyses on every rule in order todetermine what effects implementation would have on “efficiency, compe-

193. See id.194. Id.195. See, e.g., Crowdfund Investing— A Solution to the Capital Crisis Facing our Nation’s

Entrepreneurs: Hearing Before the Subcomm. on TARP, Fin. Servs. and Bailouts of Pub. &Private Programs of the H. Comm. on Oversight, 112th Cong. (2011) (statement of Sher-wood Neiss, Entrepreneur, The Startup Exemption) (advocating for, among other things,a hard limit of $10,000 per year for any investor in crowdfunding efforts regardless ofincome).

196. A self-regulatory organization (SRO) is responsible under § 6 of the ExchangeAct for maintaining industry standards and sharing some of the burden of enforcingcompliance with rules; FINRA has been the SRO of choice for the SEC since the 1930s.See Tanya Prive, Inside the JOBS Act: Equity Crowdfunding, FORBES (Nov. 6, 2012, 11:57AM), http://www.forbes.com/sites/tanyaprive/2012/11/06/inside-the-jobs-act-equity-crowdfunding-2.

197. See Robb Mandelbaum, ‘Crowdfunding’ Rules Are Unlikely to Meet Deadline, N.Y.TIMES, Dec. 27, 2012, at B1 (noting how significantly the rule-making process will shapethe law).

198. Id.199. See id.200. Memorandum from SEC Div. of Risk, Strategy, & Fin. Innovation & Office of

Gen. Counsel to the Staff of the Rulewriting Divs. & Offices 3 (Mar. 16, 2012) [hereinaf-ter SEC Memorandum], available at http://www.sec.gov/dividions/riskfin/rsfi_guidance_econ_analy_secrulemaking.pdf.



tition, and capital formation.”201 When dealing with a tool as potentiallypotent as equity crowdfunding, these considerations cannot be takenlightly, especially with regard to regulations that attempt to accurately fore-cast the risks of allowing volatile small businesses to collect capital fromunsophisticated investors.202 And comparing the future of a market undera rules regime to the “baseline . . . economic attributes of the relevant mar-ket and existing regulatory structure” will be extremely difficult in this casebecause the baseline is an economy completely without equity crowdfund-ing and without any regulation that is specific to the crowdfundingmovement.203

The rulemaking process must also identify and consider any potential“reasonable alternatives” to the proposed regime.204 While it is not likelythat this will result in changes to the few explicit provisions of the JOBS Actrelated to crowdfunding,205 it does signal that the SEC has some degree oflatitude in concluding exactly how the aims of the JOBS Act should beaccomplished.206 Some of the key pieces of the legislation are unlikely tochange, such as the limits on amounts of equity that individuals canacquire through crowdfunding in a single year and the income scale onwhich that metric is based (mentioned earlier in this Note).207 The overallcaps on how much each project can raise per year are also unlikely tochange (also mentioned earlier).208

An important directive that could end up changing, if not through SECrulemaking then through later legislative action, is the limit on transferabil-ity.209 Securities that are issued through crowdfunding portals under theJOBS Act cannot be transferred for a year after acquisition to anyone exceptback to the original issuer, to an accredited investor, family, or through aregistered offering.210 It is hard to imagine though, especially consideringthe inherently social nature of crowdfunding networks and the liquidityproblems already associated with venture capital, that trading or transfer-ring interests acquired through portals will remain limited to longer-term

201. Am. Equity Inv. Life Ins. Co. v. SEC, 613 F.3d 166, 178 (D.C. Cir. 2010).202. See supra Part I.D.203. SEC Memorandum, supra note 200, at 7.204. Chamber of Commerce v. SEC, 412 F.3d 133, 144 (D.C. Cir. 2005).205. See supra Part I.D.206. As long as the SEC provides thorough, though not necessarily empirically sup-

ported, justifications for their rule proposals and adheres to the larger notice and com-ment process, it has a great deal of influence over the final content of rules. Chamber ofCommerce, 412 F.3d at 142– 43. For a more detailed look at the ways in which SECrulemaking authority has been affected by recent court decisions and evolving interpre-tation of the Administrative Procedure Act, see James D. Cox & Benjamin J.C. Baucom,The Emperor Has No Clothes: Confronting the D.C. Circuit’s Usurpation of SEC RulemakingAuthority, 90 TEX. L. REV. 1811, 1824 (2012).

207. See supra Part I.D.208. See id.

209. Jumpstart Our Business Startups Act, Pub. L. No. 112-106, § 302(b), 126 Stat.306 (2012).

210. Id.



equity holdings.211

The question of how exactly the states will receive crowdfunding por-tals is also not entirely answered in the JOBS Act itself.212 The law doesallow states to impose filing fees on portals that issue equity and enforcelaws concerning fraud (Blue Sky Laws), but limits the ability of states toenforce security registration and offering laws against funding portals.213

By allowing states to impose filing fees but not giving any guidelines, theJOBS Act could prompt a race to the bottom that sees certain states becomedestinations for crowdfunding portals looking to open up shop.214

Most important among the various provisions of the JOBS Act though,are those that relate to investor protection.215 Beyond the disclosurerequirements and the requirement that crowdfunding platforms registerwith the SEC as either a broker or a “funding portal,” each individual inves-tor must be vetted before they can invest in any crowdfunded offerings.216

Individuals must demonstrate an understanding of the risk of loss andmust also demonstrate that they are aware of the heightened risk involvedin investing in startup businesses.217 It is unclear if this will require someform of simple clickwrap term sheet that investors can simply read andapprove, or come closer to a form of quiz that tests financial understand-ing.218 If the latter is implemented, then the SEC rules will be very impor-tant in dictating exactly how much risk comprehension is expected ofprospective crowdfund investors.219

Pricing disclosure is another important component in investor protec-tion that will have to be addressed during the rulemaking process.220

Because the investors that will have access to crowdfunding portals will be“unsophisticated” for the most part, there is a tremendous amount of roomfor questionable share pricing to go unnoticed.221 And because the cap foreach project is effectively $500,000 (the point at which fuller disclosureakin to full SEC registration kicks in), prosecuting disputed pricing prac-tices might be too trifling for the SEC to pursue and too unprofitable forclass action lawyers.222

211. See Crowdfunding: Is Your Investment Protected?, supra note 119. For a brief noteabout capital lock-in in traditional venture capital, see supra note 170.

212. Importantly, the JOBS Act exempts crowdfunded offerings from state securitiesregistration as “covered securities” under § 18(b)(4) of the ’33 Act. See § 302(b), 126Stat. 306; see also Stuart R. Cohn, The New Crowdfunding Registration Exemption: GoodIdea, Bad Execution, 64 FLA. L. REV. 1433, 1443– 44 (2012).

213. § 305, 126 Stat. 306.214. See id.215. See id. § 302.216. Id.217. Id.218. See id.219. See id.220. See Alan R. Palmiter, Pricing Disclosure: Crowdfunding’s Curious Conundrum, 7

OHIO ST. ENTREPRENEURIAL BUS. L.J. 373, 374 (2012) (discussing in depth the importanceof pricing disclosure and the potential for fraud inherent in equity crowdfunding).

221. See id. at 375.222. See id.



B. The Extra-Regulatory Limits of Crowdfunding, and the Future ofCrowdfunding in the United States

These clear concerns about investor protection, and the experiences ofequity crowdfunding portals elsewhere in the world, raise questions aboutwhether everyday individuals are really ready to act as venture capitalists.The first round of funding for any project is usually not the last,223 andwhile individual investors represent enormous amounts of capital,224 theyoperate within a larger system that might have a difficult time accommodat-ing them. “Unsophisticated” individuals who are acquiring equity in grow-ing companies are likely unaware of the fact that their ownership stake in asuccessful company can, and probably will, be quickly diluted during suc-cessive fundraising rounds. What was once 2% ownership with limitedvoting rights in a burgeoning biotechnology company can quickly becomea fraction of that without voting rights at all; partly because this is the waythat venture capital works, but also because of the immense sophisticationgap between established venture capitalists and at-home investors. Itremains to be seen what sorts of contractual provisions become the normin equity offerings through crowdfunding portals, but they will very likelybe geared towards the best interests of the startup businesses and venturecapitalists they will hope to attract, not the multitudes of seed-roundinvestors.

From the crowdfund offeror’s perspective, this disconnect betweentheir initial crowd of investors and the greater world of venture capital canalso cause problems. Having “too many hands in the pot” so early in acompany’s life can create myriad problems when looking for new invest-ments.225 Raising subsequent funding rounds during which hundreds orthousands of existing equity holders have to be contacted would create

223. Normally, startup financing is accomplished over several rounds, from seedstage to Series A, B, C, and so forth depending on how long a project survives. Lately,though, a so-called “Series A crunch” has begun to emerge as a glut of seed financingand has met stagnating availability of next-step funding. This crunch is projected toleave many startups scrambling for funds and many current seed-stage investors withoutanything to show for their early faith. See Seed Investing Report - Startup Orphans and theSeries A Crunch, CB INSIGHTS (Dec. 19, 2012), http://www.cbinsights.com/blog/trends/seed-investing-report. The question remains whether crowdfunding can help to solvethis problem by providing a new source for second-stage funding, or if crowdfundingwill simply further the growth of available seed-stage funding and subject members ofthe general public to the Series A crunch. See Ryan Caldbeck, Crowdfunding Won’t Solvethe Venture Capital Series A Crunch, FORBES (Jan. 23, 2013, 12:39 AM), http://www.forbes.com/sites/ryancaldbeck/2013/01/23/crowdfunding-wont-solve-the-ven-ture-capital-series-a-crunch (predicting that crowdfund investors would be at a majorrisk in picking up the Series A rounds that are currently being vetted and left behind byexperienced venture capitalists).

224. J.J. Colao, Fred Wilson and the Death of Venture Capital, FORBES (May 8, 2012,12:47 PM), http://www.forbes.com/sites/jjcolao/2012/05/08/fred-wilson-and-the-death-of-venture-capital ( “[I]f U.S. families devote just 1% of their assets to investing instartups via crowdfunding, that would unleash a torrent of $300 billion annually.”).

225. See Kathryn Hough, New York Legal Experts Warn Against Dangers of Crowdfund-ing for Startups, TECHLI (June 24, 2012), http://techli.com/2012/06/crowdfunding-for-startups.



aggravation and a degree of legwork that growing companies can ill affordand might also stand to make them less attractive to potential investors.226

Which sorts of projects will ultimately be attractive to investors andform the basis of the equity crowdfunding movement in the United Statesis yet to be seen. Particularly in these types of investments though, individ-ual investors tend to prefer projects with well-thought-out business plansand transparent, understandable risk.227 Experienced and thoughtfullycomposed boards of directors are also important factors in determiningwhich crowdfunding projects will be successful and attract attention.228

Ultimately though, the size and shape of equity crowdfunding in theUnited States will be determined by the crowd. While the SEC and FINRAmight shape the crowdfunding movement by being more permissive ofsmaller funding rounds, or favoring certain forms of disclosure or investoreducation, in a marketplace with unprecedented social oversight the mostimportant market constructors might just be the end users themselves—and that is the idea.

226. See id.227. Gerrit K.C. Ahlers et al., Signaling in Equity Crowdfunding 3 (York Univ., Working

Paper No. 21, 2012), available at http://ssrn.com/abstract=2161587 (utilizing signalingtheory to assess how investors act when faced with equity opportunities through crowdportals).

228. Id.